Lexi Allen: Empowering Melanated Beauty through Faith & G.E.A.T Cosmetics
Lexi Allen, a Stellar Award-nominated Gospel artist, actress, and digital influencer with over 700K Instagram followers, is the founder of G.E.A.T (Greater Eye Am Temple) Cosmetics. Inspired by her love of makeup and frustration with luxury brands failing to cater to black and brown skin tones, she launched her own makeup line to celebrate and empower melanated beauty.
G.E.A.T Cosmetics combines high-quality, pigmented products with a message rooted in positivity and the rich heritage of the Black church. In addition to her successful beauty brand, Lexi stars in the BET+ series Churchy and frequently discusses topics like grief, dating, and empowerment on popular podcasts. Through her multifaceted career, Lexi strives to inspire others and uplift women of color.
Lexi, G.E.A.T Cosmetics was born out of your love for makeup and the desire to fill a gap in products for black and brown skin tones. Can you tell us more about the moment you knew you wanted to create your own brand?
I’ve been the loudest cheerleader for so many Black-owned beauty brands I loved, so when God told me it was time to leave my job, the spark was already there. A friend casually said, “Why not do what you love?” and that was it — I knew I was creating a brand for us. I wanted G.E.A.T. Cosmetics to be about more than just makeup; it had to be bold, uplifting, and unapologetically pigmented for Black and Brown beauties. So, I went all in to make sure our tones got the love and vibrancy they deserve.
You’ve been an ambassador for several brands before launching G.E.A.T. How did those experiences shape your vision for your own makeup line?
Being an ambassador gave me a front-row seat to how the best in the business operate — and it set the bar high. I wanted G.E.A.T. to be on that level but with one major difference: I didn’t want beginners to feel left out. So many women I meet are new to makeup or just need some guidance, so I made sure our eyeshadow palettes came with easy how-to guides, and I started offering makeup classes. It has been such a hit, helping women build confidence and skills right along with their makeup collection!
The name G.E.A.T (Greater Eye Am Temple) carries a strong message. What does it mean to you, and how do you see it reflecting in the brand’s ethos?
G.E.A.T. (Greater Eye Am Temple) is all about the power and beauty in knowing who we are as God’s creation. Originally, it was going to be Eye Am Cosmetics — playing on “I Am” with a little twist for the eye products, get it? But then, in ads, I started saying, “Welcome to the Greater Eye Am Temple, where we pray and slay, serve God and serve face,” and it just took on a life of its own! Turns out, someone else had trademarked Eye Am (go figure!), so G.E.A.T. was born. It became this perfect blend of faith and fierce beauty, and that message has been the heart of our brand’s ethos ever since.
The beauty industry often struggles to cater to melanated skin tones. How does G.E.A.T address these issues, and what sets it apart from other brands on the market?
I can’t count the number of times I bought eyeshadows, blushes, or lipsticks that looked stunning on the shelf but completely fell flat on my skin tone when I got them home. So, when I started G.E.A.T., I knew I needed to change that experience for others like me. I teamed up with celebrity makeup artists to make sure our shades offer intense color payoff without any chalkiness, especially on Black and Brown skin. I didn’t want G.E.A.T. to be just another “Black-owned” brand; to me, being Black-owned means, it’s designed with the real needs of Black and Brown skin in mind. I tested every product myself and got feedback from friends and family of all shades, from lighter to the deepest tones, so everyone can find what works for them. G.E.A.T. focuses on vibrant pigments, rich formulas, and inclusivity, which sets us apart in a beauty industry that often falls short on both.
As someone with over 700K Instagram followers and a presence on podcasts and TV, how has your platform influenced your journey as a beauty entrepreneur?
Having a large platform taught me that a big following doesn’t automatically translate to business success. People might love your personality but won’t necessarily buy your products. I quickly learned that I must consistently prove to my audience that G.E.A.T. Cosmetics stands up to, and often surpasses, those big-name brands whose products fall flat on Black skin. My customer service must be top-notch, especially because my followers feel connected to me; they’re quick to call it out in the comments if things aren’t right, but they’re just as quick to show love when they have a great experience! This keeps me grounded and focused on quality, which drives me to keep getting better.
You’re also a Stellar Award-nominated Gospel artist and star in the BET+ series Churchy. How do you balance your roles in entertainment and entrepreneurship?
And let’s not forget, I’m also in school getting my Master of Divinity! Balancing all of this is no easy feat! I couldn’t do it without my incredible business partner (and cousin) Tiombe O’Rourke and the dream team that keeps us going: Miracle Baker, LaQuisha Harris, and Gabrielle Hawkins. They make the whole operation possible. Without them, I’d be absolutely lost! Balancing my roles takes teamwork, trust, and a lot of prayer, and I’m grateful for every one of them.
You often speak on podcasts about grief and dating. How has your personal journey, particularly as a widow, impacted your career and your approach to empowering others?
Becoming a widow changed everything for me. It opened a level of compassion I didn’t know I had. My journey through grief has given me a depth of empathy that comes across in everything I do, from my career to how I connect with people on podcasts. I want to empower others, especially those facing loss, to keep moving forward, to find strength in themselves, and to know they’re not alone. My experiences allow me to relate on a deeper level, and I hope that when I speak on these topics, people feel seen, heard, and encouraged to rise above.
G.E.A.T Cosmetics embodies positivity and empowerment, rooted in the heritage of the black church. How important is it for you to infuse faith and empowerment into your brand’s message?
At first, I wrestled with the idea of making my brand and wondering if I’d be boxing myself in and limiting my appeal to a certain group. But then I found inspiration in brands like Juvias Place, which celebrates African heritage so unapologetically — their products and shades bear African names, and their covers feature African queens. I thought, if they can stand firm in their identity, so can I. The Black church has shaped every fiber of my being, and I wanted G.E.A.T. to reflect that foundation.
Growing up, I was pushed to speak in front of hundreds during Easter, even as a child. I was taught resilience, pride, generosity, and faith. The Black church taught me how to help my community, find joy in hardship, and hold on when things seemed impossible. So, why not let the biggest part of me inspire my brand? Infusing G.E.A.T. with faith and empowerment feels like bringing my whole self to the table, and if that inspires others along the way, then I know I am doing it right.
You’ve successfully transitioned between different industries — music, acting, and, now beauty. What advice would you give to women looking to pursue their passions across multiple fields?
If you’re waiting for the “perfect” time to step out, you won’t find it. In fact, God often calls us to move when it makes the least sense: when resources are thin, when help seems scarce, and when the timing is flat-out inconvenient. That’s usually a sign it’s Him. God has a way of showing up exactly when we need it, even if it looks impossible from our point of view. So, if He’s put something in your heart, go for it. He always provides what’s needed when He calls you to something. Don’t let fear hold you back; if it seems impossible, that’s just God’s specialty.
What plans do you have for G.E.A.T Cosmetics, and how do you see the brand evolving over time?
My plans for G.E.A.T. Cosmetics are all about expansion! I want to introduce more products tailored to Black and Brown skin, from bold new shades to skincare-focused formulas. We’re also gearing up to invest in ads to make G.E.A.T. a household name, everywhere our people are. I’d love to hold large-scale makeup classes for beginners, and my ultimate vision is a two-day conference that embodies our brand — a gathering filled with prayer, makeup workshops, musical guests, and moments for us to connect and empower one another. This conference has been a dream since the beginning, and I believe it will come to pass. We’re here to celebrate, uplift, and create beauty that truly serves our community.
Shanice Love is a journalist, VP Learning Innovation Leader, Owner of Loyalty Enterprise, and a passionate advocate for neurodiversity and financial literacy in the black community. She shares her experiences to empower and uplift others on their journeys to health and wellness.